Lyta
Lyta aims to make strength training more accessible through a range of products and experiences. By offering better support for a wider variety of needs and building a strong sense of community, Lyta helps everyone feel like they belong in the gym—no matter their body or background.
BRANDING
ART DIRECTION
BRAND STRATEGY
ILLUSTRATION
The Ask
Our client is the founder of a Series A Startup driven by a clear mission: to get more women into the gym and help them feel confident, supported, and empowered while they're there. She came to us at a pivotal moment in her business, needing a full brand identity that could capture both the strength and inclusivity at the heart of her vision.
Our client is the founder of a Series A Startup driven by a clear mission: to get more women into the gym and help them feel confident, supported, and empowered while they're there. She came to us at a pivotal moment in her business, needing a full brand identity that could capture both the strength and inclusivity at the heart of her vision.
My Role: Designer, Brand Strategy, Illustrator
Team: Grace Harms—Designer + Brand Strategy + UI/UX
Team: Grace Harms—Designer + Brand Strategy + UI/UX
The Strategy
We partnered with our client to develop a powerful metaphor for her brand: the hippo. Inspired by the name Hippolyta—the Greek goddess gifted a belt of strength—we dropped the “hippo” from the name but kept it as the brand mark. Hidden in plain sight and often underestimated, the hippo symbolizes quiet, immense power just below the surface—strength that’s always ready to rise.
The Outcome
We worked closely with her to develop core messaging, visual branding, and comprehensive guidelines that would lead the development of everything from marketing to product packaging. In addition to brand strategy, we also collaborated on custom clothing patterns for her new line of athletic wear—ensuring that her offerings were not only visually cohesive but also aligned with the values of accessibility, comfort, and representation.
We worked closely with her to develop core messaging, visual branding, and comprehensive guidelines that would lead the development of everything from marketing to product packaging. In addition to brand strategy, we also collaborated on custom clothing patterns for her new line of athletic wear—ensuring that her offerings were not only visually cohesive but also aligned with the values of accessibility, comfort, and representation.
